Maiden of Finland in Finnish Cosmetics TV Adverts: Performing Racially White Finnish Female

Miia Rantala

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Maiden of Finland in Finnish Cosmetics TV Adverts: Performing Racially White Finnish Female

于Unsettling Whiteness

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Miia Rantala

Miia Rantala
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类型:: 章节

Page Range:: 69–80

DOI:: https://doi.org/10.1163/9781848882829_008

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In this chapter, I analyse three Finnish television (TV) adverts for cosmetics shown on prime-time, mainstream Finnish TV. I analyse how Finnish females are represented; what kind of females are selected to represent Finnish femininity; and what kind of signifiers and cultural meanings are connected to the idealised Finnish woman. Finnish women are represented in Finnish TV adverts for cosmetics as idealised white women who represent the beauty norms of long blonde hair and blue eyes. These idealised representations of white Finnish women reproduce the imaginary of the Maiden of Finland, which is connected with the nation-building process. Racially white, blonde Finnish women wearing the national costume have been central symbols of the Finnish nation since the late 19^th century. In the contemporary adverts that I analyse, the protagonists are not wearing national costumes, but they are situated in wild, Arctic nature, which is also representative of Finnish nationhood. Pure and wild nature is a central aspect in Finnish cosmetics advertisements. Purity and nature are connected to racially white females, which supports the idea of white femininity as a beauty norm and the idea of white females as the normative, ideal Finnish woman. This chapter will argue that the beauty industry lends structure to and is structured by the idea of race, and thus, the beauty industry idealises white feminine beauty.

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Unsettling Whiteness

ISBN:: 9781848882829

出版社:: Brill

印刷出版日期:: 01 Jan 2014

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Maiden of Finland in Finnish Cosmetics TV Adverts: Performing Racially White Finnish Female

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Unsettling Whiteness

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